Converting photos through storytelling to make those photos open more doors
So you take that amazing photo or ten, you post them up on your pages from Instagram to Pinterest to any of the other photo sites. Then you get likes and shares and compliments, but more often than not, no photo conversions. Very few if any are connecting with your pictures beyond the image itself.
Every picture tells a story and pictures are great content to upload and share, but if your goal is to create the conversions and the connections, some extra steps should be considered.
It starts with moving away from the mindset that a whole bunch of likes will engage people to see what you are about and what you have to offer.
All too often, businesses will go post crazy with no signatures, no watermarks and no call to action or invitation…
This hot picture of an attractive female with a guitar in leggings and boots that have been liked, shared and commented on ends up just being that. A photo that has a hot woman in it. Then the likes and even the follows arrive… but it only is engaging people to see an image and nothing more. Connections and likes do not always equal sales. They might create an audience, but it can be a distant audience that only wants to see the images and nothing else.
Now for those that work to name the photos, embed the keyword phrases and add the call to action in the content or description will up the chances radically for photo conversions to sales and new fans.
Photo Conversions. If…
Take that extra step and think about it…
If someone likes a photo you put up and it shows up on another page that someone sees and then they see in the description a link to your social media or website, a call to action and a tagline or one-liner about your business, music, your book, or whatever, you have now shared a great picture but also have allowed for that picture to be that much more effective and give it the best chance at a solid conversion.
And stay compliant and respectful.
Tag people that are in the photo.
Do not tag people you want to have see the photo.
Add the hashtags that relate to the photo first…
Then have your brand hashtags that can be used, but showcase the photo to both draw people in that are looking for those types of photos but still giving a gentle invitation to the person or business that is sharing that photo.
Do not add hashtags that have nothing to do with the photo or your brand.
Headline your photos to help with converting photos through storytelling.
A fast lead sentence and then spacing out with a little more. Introduce the story to fill the content, but do not turn a photo on Instagram into a blog… or at least not too often.
And add the alt text descriptions descriptions to the photo especially on sites like Facebook, Twitter and Instagram. It brings up the online power of the photo and helps you with ADA online aspects when it comes to photos being described to the blind.
Making a picture about the moment is fine, but when you add the element of endurance, connection and continuity, it delivers a longer term impact.
Then the images that have nothing to do with your service or business become a part of your brand messaging as a whole and can draw people in vicariously.
Create photo conversions by making it easier to find you
This goes for blogs, videos, audios, articles, and everything else as well. Whether it is photo conversions, video conversions, blog conversions or any other kind of conversion, make sure the content you are posting is giving you the best chances to draw the conversions to fans and sales you want instead of just likes and comments.
The easier you make it for someone to enjoy your content, whether a picture, a video, a blog or whatever, while at the same time gently pointing them to a call to action, a page, a store or more information about you and your business, the more effective your posts will be.
It is not for every post and every picture.
It is not about making everything a sell.
It is thinking before you post about how each picture and each piece of content can be part of a story as the whole and how you can convert authentically and organically with those stories.
Brand Messaging Strategist Loren Weisman is a contributor for FSG Messaging and Optics. Loren focuses on the authenticity, authority, optics, psychology and perceptions of a brand, persona or product. Loren is also the host of the brand messaging podcast; Wait What Really OK.
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Converting photos through storytelling and authentic connection to pictures.